Artifacts on Masculinity

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Artifacts What is the “ideal man?” In today’s society the “ideal man” typically has big muscles, he is a good fighter, he’s handsome, he’s a gentleman, and he has a beautiful girlfriend. The further you differ from the “ideal man” in today’s world, the more of an outcast you are. Many commercials target their products directly at men. The companies try to make you believe that if you buy their product, that it will make you better and make you closer to the man you want to be. All commercials have a target audience. In commercials when the target audiences are males, the main character is typically a muscular, good looking, charming male. The main characters in commercials directed towards men are meant to be a role model for males, to be seen as the “perfect man.” This puts an image of the “ideal man” into both men and woman’s heads. If a man uses the company’s products, he will become closer to the man he strives to be. The commercials usually focus on one major trait of the character that emphasizes his manliness. This perpetually causes the desirable qualities in a male, and in other words it also establishes the undesirable qualities. In the Old Spice body wash commercials they have different characters that are “manly” in different ways. Terry Cruz is the main character in most of Old Spice’s commercials. He looks the ideal body builder with huge muscles. In most of the commercials he appears in, he is yelling at you about how Old Spice is so powerful that it blocks body odor for 16 powerful hours. Throughout the commercial, the word “power” is repeated time and time again. Old spice is trying to convey to their audience that their product is the most powerful body wash that you can buy and buy using it you can also gain power. Old Spice’s target audience is males who watch TV. This is the perfect target audience because almost ever

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